The progress bar for 2023 is about to be full, and looking back on this year's "phenomenal" marketing events, it seems that the level of "brawl" is getting stronger and stronger. Although consumers' touchpoints are becoming more and more scattered and fragmented, the explosion of national swiping still occurs repeatedly.
Although there is still some time before the end of the year, this year's marketing event NO1 seems to have been finalized - the joint name of Luckin x Moutai. It opened a new era - "fine wine + coffee, love this cup the most", and young people finally drank "the first drop of Moutai for young people" with very low ** happiness. Based on the endorsement of Moutai, the middle-aged man curiously tried "the middle-aged man's first cup of Luckin sauce latte", and he would not get drunk after drinking half a catty in one go.
Before Luckin x Moutai, the co-branding of Fendi x Heytea made it easy for many young people to get the "first luxury", so that the pioneering co-branded marketing has become a new benchmark for defining the marketing of popular models in 2023.
It is true that co-branded marketing is not new, but in 2023, the co-branded events in the marketing industry have been "rolled" to almost every day in the update and iteration, among which the "king of the volumes" is also the new tea industry, according to the incomplete statistics of red meal brand research, in the first three quarters of 2023, the total number of co-branded marketing events of 18 new tea beverage brands, including tea Baidao, Nai Xue's tea, and Gu Ming tea drink, has reached 236 times. It can be said that on average, a new collaboration is born every day. The field of co-branded IP is also diverse, from animation, games, and two-dimensional characters, to celebrity fashion brands, popular dramas, and even museum IPs, etc., truly realizing "everything can be co-branded".
Compared with the frequent swiping of marketing events, there are relatively few large-scale swiping advertising films this year, many things are becoming more and more similar, and it is becoming more and more difficult to find brand owners who tell stories with their hearts. Recently, Kuaishou's "500 Hometowns" 3 urban short films have swept the whole network, using approachable stories to arouse netizens' love for Tieling, new cognition of Dalian, and yearning for Xuchang.
Also from the perspective of the ordinary life of small people, there is also "I Deliver Food in the Motherland" filmed by Meituan Takeaway in the first half of the year, which also let the public know about Mohe, the northernmost city in China. This also confirms that in today's impetuous social environment, the fireworks of daily life are often more able to soothe the anxiety of the public.
RT-Mart, which previously launched the "Vegetable Market Literature", once again relied on creative words this year to make the lively supermarket store more warm. After the "vegetable market literature", the pyrotechnic literature of "caring for oneself" also became popular. From the perspective of people's daily life shopping scenes, and goods such as croissants, mochi, and freshly squeezed orange juice, the protagonist is created. For example, the supermarket is the bearer of life, accompanied by an illustration of firewood, rice, oil and salt, asking: "How long have you not loved yourself?"From the perspective of freshly squeezed juice, tell everyone: "Rest, don't be like me, squeeze yourself dry", as well as the "persuasion" of croissants, "Don't drill the tip of the horns today, eat a croissant" ......
The words of empathy warm every person in the city who lives with the burden of life, be kind to themselves and their families. In 2023, more and more brands are starting to pay attention to the emotions of the masses and recognize the value of emotional marketing, as it directly affects consumers' purchasing decisions and brand loyalty, which in turn affects market share and profits.
In terms of providing emotional value to customers, Haidilao's various behaviors have captured the hearts of young consumers. When the concert ended and it was difficult for fans to take a taxi or eat, Haidilao used a bus to pick up fans to eat in the store, and also set up a fan carnival area to let fans continue the enthusiastic atmosphere of the concert. In the supper scene, Haidilao teamed up with the popular IP Sad Frog to interact with customers and create a happy atmosphere. Through the characteristic service model, it brings surprise and joy to the vast majority of customers, which is already the basic model for Haidilao to provide emotional value.
In addition to meticulous service-oriented brands like Haidilao, there are also "whole-lived" brands that dare to go crazy with young audiences. KFC's "Crazy Four Literature" detonated on Crazy Thursday, and the new "One Punch" series launched by Lele Tea integrated Ao Bai, Li Kui, Zhang Fei, and Meng Dan into "crazy packaging". Of course, there is also the "Golden Peach Night" ceremony that awards awards to various conspicuous bag brands, which fully confirms the sentence "The official whole life is the most deadly", which is close to the values of the current young people "Rather than mental internal friction, it is better to directly 'go crazy'".
Of course, there is still no shortage of top-notch marketing in 2023, whether it is Yaya, with the official announcement of Wang Yibo as the chief brand spokesperson, the online omni-channel GMV of 200 million+ in one day, becoming the "super dark horse" of Double 11, or Luckin Coffee and Starbucks officially announcing Yi Yang Qianxi and Fei Xiang as brand spokespersons before and after, cooperation with the top stream is still one of the fastest shortcuts for the brand to get out of the circle.
Based on this, "Modern Advertising" specially curated".Hit the top |Dialogue 2023 Hot Marketing HandsA series of reports, 10 cases are selected from the popular marketing events throughout the year, and the main creators behind the scenes are interviewed to explore how to practice popular marketing.
This article is the cover feature of the 21st issue of Modern Advertising published on December 1, 2023).